2021 GROWTH
BRANDS WINE
E . & J . Gallo , which recently completed the acquisition of more than 30 wine brands from Constellation Brands , also won several growth brands this year , including a Rising Star for Locations .
The brand , launched by star winemaker Dave Phinney as a way to showcase wine regions around the world , was acquired by Gallo in 2018 . Priced at about $ 20 a bottle , Locations offers high quality at a good value .
CK Mondavi & Family in summer 2019 released Flat Top Hills , described as a modern line built on four generations of winemaking history . The Flat Top Hills brand , which boasts wines with bold flavors , distinctive fruit-forward style and sleek design , won a Rising Star Award , while the flagship CK Mondavi & Family wines took an Established Growth Brand .
LOOKING AHEAD As the Covid-19 crisis hopefully subsides this year , winemakers are optimistic about the future . And what they have learned during the unprecedented pandemic period will serve them well in meeting the new business changes and challenges .
“ As we all navigated a fluid situation ,” Wagner says , “ we pivoted with rapidly changing consumer trends and shifted our efforts to a digital / DTC-driven format to ensure consumers and our wine club members could still engage with the brand while in lockdown .”
At The Prisoner Wine Co . Tasting Lounge in Napa Valley , “ we pivoted our tastings as needed in order to welcome back visitors in a way that was safe and enjoyable for both staff and patrons ,” she notes . “ The team worked tirelessly to adjust seating arrangements and safety protocols .”
While Covid-19 has left many people unemployed and uncertain about the future , Korbel has benefitted from its affordable price points , multiple different varietals and a variety of packaging sizes , Heck says . For instance , the company released Korbel Prosecco in 187-ml . bottles this past November .
For Josh Cellars , the brand ’ s advertising has become a key factor in driving increased buyer penetration and sales volume , Steffanci says . “ Paid media has become a core short- and long-term growth driver , especially in the off-premise .”
Knowing that consumers would spend more time online , “ we decided quickly to invest significantly more in 2020 to drive awareness and brand equity using digital and social advertising , which make up the majority of our advertising investment ,” he notes .
Josh Cellars also has a consistent presence on Hulu and other full episode players such as CBS and NBC , YouTube , programmatic online video and Facebook / Instagram .
The pandemic has changed the way that consumers shop for wine , Steffanci says . “ Unplanned shopping trips
HOW KORBEL UNCORKS SUCCESS
Korbel California Champagne has thrived for 139 years by staying true to traditions , such as its traditional method of making Champagne , while also being willing to innovate with both products and marketing . We caught up with Gary Heck , owner and president of Korbel Champagne Cellars , to learn more about how the brand grew in 2020 .
What off-premise promotions and activations in 2020 led to the brand ’ s increased sales ? In 2020 , Korbel launched a new campaign : Make it Gold . Amid the monotony of daily routines — especially during the pandemic — consumers are looking for ways to make each day stand out . Korbel ’ s Make it Gold campaign offers inspiration to elevate everyday moments and occasions with Korbel .
This campaign aims to help consumers transform an ordinary day into the best day , feel empowered to express themselves , know that they are worth it , and see the reasons to enjoy the now . Our campaign came to life through new messaging and creative in-store and through digital advertising .
What on-premise promotions and activations or strategies in 2020 led to the brand ’ s increased sales ? As the Official Sponsor of Brunch , Korbel leveraged our Brunch platform to meet a need for on-premise accounts . We promoted our Instagrammable 187-ml . bottles , Mimosas and pairing features with brunch food . While the vast majority of Korbel ’ s business is done in the off-premise , Korbel ’ s brunch platform allows us to connect with a specific occasion that consumers already associate with bubbly .
What promotions and marketing plans do you have in place for 2021 to build on that growth ? With our new campaign , we feel that we ’ ve been able to show consumers that Korbel California Champagne is not just for special occasions , but for everyday occasions as well . Moving into 2021 , we ’ ll be re-emphasizing these efforts by building out our Make it Gold campaign further .
We ’ ll also be creating some specific promotions around our two Rosé products , Brut Rosé and Sweet Rosé , as we ’ ve continued to see a lot of growth and opportunity in the sparkling rosé category . Building on the emerging influence of the digital and social media channels , Korbel will build its presence to these audiences with our Make it Gold campaign . Additionally , in keeping with its long-term commitment to its multicultural fans , Korbel will continue to reach these audiences through targeted media and two unique promotional campaigns , Hispanic Heritage month in September and Carnaval in February .
36 • Summer 2021 www . cheersonline . com